Medical journals reach almost all physicians

Medical journals reach 96% of all physicians, making them (in print and digital formats combined) tied as the highest reach information source.

Print medical journals have more than a 90% reach among all physicians, second to only colleagues, according to the Sources & Interactions Study, September 2013: Medical/Surgical Edition. Medical journals that are accessed online currently reach about 80% of doctors. Among the 42 information sources we study, online medical journals had the 7th highest reach.

In 2008, online journals reached about 70% of physicians. According to this year’s study however, they now reach about 80%. Although it’s often suggested that print media is a dying breed, this isn’t the case at this point in time with medical journals: while online medical journal reading has increased over the last several years, print journals continue to reach about 9 in 10 physicians.

Kantar Media’s Sources & Interactions™ Studies offer a detailed examination of healthcare professionals’ online and mobile activities, e-detailing experience, and exposure to (and evaluation of) information sources including traditional and emerging media, pharma reps, CME, conventions and more. The Medical/Surgical edition, conducted every six months, reports on the media preferences and habits of more than 3,000 physicians across 22 specialties; annual studies provide similar perspective on Pharmacy, NP/PA, Eyecare, Dental, Radiology, Managed Care, and Hospital C-Suite audiences. Sources & Interactions was designed to help marketers and their agencies cost-effectively allocate resources to their overall promotional mix, and provide publishers with specific insight about where their offerings fit into physicians’ (and other healthcare professionals’) information inventory.

To find out more about the study and specialty-specific data, let us know.